Pairwise Feature Trade-Off Preference Survey

Welcome and thank you for participating in this research study. This survey asks you to compare pairs of product options and tell us which you prefer. It takes approximately 12 minutes to complete. • Your participation is entirely voluntary—you may stop at any time. • There are no right or wrong answers; we are interested in your genuine opinions. • All responses are confidential, anonymized, and reported only in aggregate. • Results will be used for internal product research purposes. By continuing, you agree to participate under these conditions.

Which of the following portable gadgets have you purchased or seriously considered purchasing in the past 12 months? Select all that apply.

• Wireless headphones or earbuds
• Portable power bank
• Bluetooth speaker
• Fitness tracker or smartwatch
• Portable charger/cable kit
• None of the above

<p><strong>Trade-off 1 — Price vs. Battery Life</strong></p><p><strong>Option A:</strong> $29 — 8-hour battery life — 1-year warranty — Standard build</p><p><strong>Option B:</strong> $49 — 20-hour battery life — 1-year warranty — Standard build</p>

Rank the following product attributes from most important to least important when choosing a portable gadget.

1. Price
2. Battery life
3. Durability / build quality
4. Brand reputation
5. Warranty length
6. Eco / sustainability rating
7. Feature set

To what extent do you agree or disagree: I prioritize long-term reliability over getting the lowest price.

Based on the trade-offs you evaluated, is there anything else you'd like to share about how you make product decisions?

What is your age group?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+
• Prefer not to say

Thank you for completing this survey. Your responses will help us understand what matters most in everyday gadget choices. You may now close this window.

In this survey, you will compare pairs of portable gadget options and select the one you would most likely buy today. If neither stands out, you may choose 'No preference.' Imagine you are shopping for an everyday portable gadget such as wireless headphones or a power bank. Each option differs on specific attributes like price, battery life, or warranty.

Trade-off 1: Which option would you choose today?

• Option A — Lower price ($29), shorter battery (8 hrs)
• Option B — Higher price ($49), longer battery (20 hrs)
• No preference

How likely are you to purchase a portable gadget like this in the next 3 months?

To what extent do you agree or disagree: I am willing to pay more for products with strong environmental credentials.

We'd like to understand your decision-making process a bit more. An AI moderator will ask a couple of follow-up questions about the trade-offs you evaluated.

Which gender do you identify with?

• Woman
• Man
• Non-binary
• Prefer not to say

<p><strong>Trade-off 2 — Brand Reputation vs. Eco Rating</strong></p><p><strong>Option A:</strong> Well-known brand — Standard eco rating — $39 — 12-hour battery</p><p><strong>Option B:</strong> Lesser-known brand — Top eco rating — $39 — 12-hour battery</p>

If you are unlikely to purchase soon, what is the primary reason?

• Budget constraints
• My current product is still sufficient
• Unsure which brand or model to trust
• Waiting for a sale or better deal
• Available features don't meet my needs
• Environmental or sustainability concerns
• Not applicable — I am likely to purchase

To what extent do you agree or disagree: Brand reputation is more important to me than product specifications.

In which country or region do you currently reside?

• United States
• United Kingdom
• Canada
• Australia
• India
• Germany
• France
• Netherlands
• Other

Trade-off 2: Which option would you choose today?

• Option A — Well-known brand, standard eco rating
• Option B — Lesser-known brand, top eco rating
• No preference

What is the most you would be willing to pay for the portable gadget option you most preferred?

• Less than $20
• $20–$29
• $30–$39
• $40–$49
• $50–$69
• $70–$99
• $100 or more

What is the highest level of education you have completed?

• Some high school or less
• High school diploma or equivalent
• Some college / Associate degree
• Bachelor's degree
• Postgraduate degree
• Prefer not to say

<p><strong>Trade-off 3 — Durability vs. Feature Set</strong></p><p><strong>Option A:</strong> Rugged, water-resistant build — Basic feature set — $39 — 12-hour battery</p><p><strong>Option B:</strong> Standard build — Advanced features (noise cancelling, app integration) — $39 — 12-hour battery</p>

What is your current employment status?

• Employed full-time
• Employed part-time
• Self-employed
• Student
• Homemaker / Caregiver
• Retired
• Not currently employed
• Prefer not to say

Trade-off 3: Which option would you choose today?

• Option A — Rugged build, basic features
• Option B — Standard build, advanced features
• No preference

<p><strong>Trade-off 4 — Warranty Length vs. Price</strong></p><p><strong>Option A:</strong> 2-year warranty — $45 — 12-hour battery — Standard build</p><p><strong>Option B:</strong> 6-month warranty — $30 — 12-hour battery — Standard build</p>

Trade-off 4: Which option would you choose today?

• Option A — 2-year warranty, higher price ($45)
• Option B — 6-month warranty, lower price ($30)
• No preference

If any of the trade-off choices above felt difficult, what was the main reason?

• Both options seemed similar in value
• The attributes weren't important to me
• I needed more information to decide
• Price differences overshadowed other factors
• I didn't find it difficult to choose